The takeaway – stop using media you can’t track.

We like stories told in motion, too. We are huge proponents of it. But your video doesn’t need to be :30 or :60 long. Moreover, the length should be dictated by the story itself. The video is prescriptive, telling the story of the problem to be solved, and then told in fragments overs dozens of other locations.

In television, you have to trust those viewers are the right ones. Contrarily, in YouTube, in-app viewing, pre-roll, in-story, you know that the video is viewed by the right people at the right time for them. What’s more, you’ll have the reporting to prove just how much impact you made: how many viewed it, how many skipped it, average view time and number of shares.